References

Double Seven (soft drink)

Double Seven was an Indian soft drink brand. It was manufactured and marketed by the Indian government after Coca-Cola quit the Indian market in 1977 due to changes in government policies. Double Seven was launched at the annual trade fair at Pragati Maidan, New Delhi as a gift by the then ruling Janata Party.

In 1977, the Morarji Desai government asked Coca-Cola to hand over the controlling stake of its Indian operation to Indian investors as per the provisions of the Foreign Exchange Regulation Act. This would have meant that Coca-Cola might have had to share the secret Coca-Cola formula with its Indian partners. Coca-Cola refused and was asked by the government to cease its operations in India.

Developed to fill the void left by Coca-Cola, Double Seven was manufactured and marketed by Modern Food Industries, a government owned company. The formula for the concentrate of Double Seven was developed at Central Food Technological Research Institute, Mysore. Despite government backing, Double Seven could not dominate the Indian soft drinks market. The main competitors to Double Seven were Campa Cola, Thums Up, Duke's, McDowell's Crush and Double Cola. Double Seven also had a Lemon-lime flavoured soft drink known as Double Seven Tingle.

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"You have a million dollars and after seven years of getting 10 percent on that money every single year, you're making money off of it, you're going to double it after seven years," Nassib said in the episode. "So you double your money every seven years for forty-two (expletive) years, you get 64 times your original (expletive) money."....

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